Radisson RED Hotel, Twickenham (Allianz) Stadium
Services | Hotel Strategy, Branding & Interior Design
The client, Rugby Football Union (RFU) who own the iconic Twickenham (Allianz) Stadium in West London appointed DLSM Studio (formally DesignLSM) to carry out a strategic positioning, branding and major interior transformation of the Marriott hotel situated within the Stadium, into a Radisson RED branded hotel - delivering a contemporary and bold hotel interior design for the modern-day guest to enjoy.
Within our remit, we re-designed 150 guest rooms, reception, lounge, co-working areas, event spaces and washrooms alongside forming two new social concepts - The Loft and The Huddle, working in collaboration with Radisson Hotel Group and the hotel operator, Aimbridge.
Inspiration
DLSM Studio approached the project not only as a design exercise, but as an opportunity to reposition the hotel’s role within Twickenham. Guided by extensive strategic insight, DLSM undertook a detailed study of the hotel’s operations, guest profiles, community needs and wider market potential, identifying the importance of creating a destination that would resonate beyond match days when the stadium welcomes up to 82,000 visitors. The result is a concept that actively appeals local residents as well as hotel guests, with co-working spaces, all-day lounge zones and art-infused social areas offering a warm, everyday backdrop to work, relax, dine and gather.
The property has been fully re-imagined to reflect the vibrant personality of the Radisson RED brand, with a bespoke design narrative that celebrates the heritage, energy and community spirit of the RFU and rugby culture.
The Loft
The Loft, situated on the mezzanine floor, consists of a bar, gaming area and premium lounge space, perfect for evening drinks and relaxation or for groups / families looking to enjoy some time together.
Dramatic, atmospheric lighting installations - crafted in collaboration with Into Lighting - shape the hotel’s identity, intensifying the bold visual language at the heart of the Radisson RED experience. The lighting scheme channels the powerful motion and electric energy of rugby in full play.
The Huddle
The Huddle, located on the ground floor, is the main bar and restaurant for the property, appealing to both locals and hotel guests alike.
The emphasis on community connection shapes the design of The Huddle, the hotel’s standalone restaurant, for which DLSM Studio developed both the brand and full interior design. Influenced by the crafted materiality of historic rugby equipment, such as stitched leather and rugby shirt inspired stripes alongside warm timber detailing and tactile finishes - the restaurant presents a playful, artisan-led environment that shifts effortlessly between casual dining, weekend socialising and the high-energy atmosphere of match days. Feature elements taken such as the expressive bar, pizza oven, counter-dining area and bespoke local inspired artwork, further enhance the brand’s personality.
Outcome
“It has been fantastic to collaborate with DLSM Studio on this flagship opening. Their team has brought a fresh creative perspective, translating the Radisson RED DNA into a scheme that feels energetic, relevant and completely unique to Twickenham.”
DLSM Studio’s latest project, Radisson RED London Twickenham, marks a significant milestone in the evolution of the UK’s next-generation hotel experiences - where bold design, community relevance and heritage storytelling converge to create a destination that feels both iconic and intimately local.
